Target office or construction workers going to work or on break
By Diego Vasquez
There aren’t many opportunities for advertisers to reach people during the typical workday, whether they’re stuck in an office, a factory or on a construction site.
But one area where they can get such interaction is on coffee trucks, which target workers outside of office buildings, factories and construction sites.
Advertisers can use simple signage on the trucks or place their ads on coffee cups, sleeves or napkins. Or for more impact marketers can custom-wrap their own truck and take it to areas where their target audience works.
To find out how to get your client at coffee trucks, read on.
Food Trucks and Ice Cream Trucks are now a promotional medium for marketers and agencies.
Advertising at coffee trucks.
Any agency with street team and/or alternative media capabilities can execute a coffee truck campaign. There is also one national network of coffee/lunch trucks, and most local markets also have coffee/lunch truck operators.
How it works
There are two ways to target workers using coffee trucks.
The most common, least expensive is to place ads on coffee/lunch trucks with existing daily routes.
This could include 30-by-60-inch signs on the rear of the truck, a slimmer 20-by-60-inch sign on the side of the truck near the serving window, or 12-by-12-inch ads that sit atop the truck’s counter.
Advertisers can also do giveaways or hand out brochures or coupons. Trucks can also set up displays that allow customers to take a brochure on their own.
Advertisers may also employ a street team member to travel with the truck and pass out samples while customers wait to order.
In these campaigns, the coffee is usually given away for free, something recipients tend to appreciate.
Street team members can interact with passersby to chat up the product or service, and a call-to-action such as a web address or coupon can be printed on the coffee cup sleeve.
In both cases, ads on coffee cups or sleeves are also seen by the customer’s co-workers.
Coffee truck campaigns can be executed national.
Numbers vary, but an average daily coffee truck route consists of about 20 stops, according to Experiential Food Truck Rental. Among more blue-collar routes, those 20 stops will include five construction sites, 10 other workplaces such as factories and manufacturing plants, and five institutions such as colleges.
The number of impressions in a given also vary by the market and the route. In Los Angeles, a typical truck brings in about 9,000 impressions per day.
How it is measured
Trucks can track how many cups of coffee they distribute, and street teams can count how many other items they give away, such as samples or brochures.
What product categories work well
Recent or current coffee truck advertisers include retail, fast food, TV networks, insurance, dairy products, apparel and radio stations.
Demographics vary depending on the truck’s route and whether it’s primarily blue color or white collar.
Among construction workers, 97 percent are male and 3 percent female, according to Scarborough Research.
Twenty-one percent are ages 18-29, 41 percent are 30-44, 37 percent are 45-64, and 1 percent are age 65 or older.
Seventy-five percent have an annual household income of $35,000 or more, with 54 percent at $50,000 or more, 34 percent at $75,000 or more and 16 percent at $100,000 or more.
Among office workers, audience is 52 percent female and 48 percent male, according to Nielsen. Average annual household income is $65,000 to $70,000 the median age 39, and 68 percent are college grads.
Making the buy
Lead time can be two to four weeks for campaigns that use basic signage, but lead time for campaigns using customized coffee cups is typically at least six weeks to allow for production time.
Basic signage on coffee/lunch trucks costs between $260 and $300 per month, per truck. Cost for fully wrapped lunch trucks in multiple markets starts at $5,000 per month, plus production.
Customized campaigns cost much more. Cost for a custom-wrapped truck with a street team and printed coffee cups and/or sleeves starts at about $20,000. A month-long campaign with these elements could cost six figures.
Who’s already been on coffee trucks
Current or recent brands that have advertised using coffee trucks include LinkedIn, McDonald’s, New York Red Bulls, MertroPCS, Nike Foot Wear, and Nestle Foods.
What they’re saying
“It’s the perfect medium to target the on-the-go working professional. You have a billboard in the city core, which is the vehicle, you have a street team interacting with them one-on-one, and then you’re giving them something in their hand that they bring back to the office.
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